Playmob Ltd, has secured £215,000 from the Aspire Fund. It was established by business and gaming enthusiast Jude Ower in 2007, and links virtual purchasing found in many online games to real life charitable donations through online gaming. Charities already benefiting include the WWF, War Child and Water Aid.

The Aspire Fund is backed by the Department for Business, Innovation and Skills (BIS) and designed to provide equity finance to women-led small and medium-sized businesses (SMEs).

Playmob enables gamers to give to global causes while playing their favourite games. Our ethos is simple - support a cause through in-game actions.

The core objective of Playmob is transparency. We believe that every gamer should see what they are directly impacting, and how much the cause will receive, in real-time. By linking to in-game actions, we also help to tell a story and capture the imaginations of players, showing them how a simple action can lead to life-changing good, globally.

Playmob have created a platform to help developers and publishers quickly and simply set up a charitable campaign, and making their players feel amazing while they play. By working with gaming and charity partners, Playmob combine the two by doing the heavy lifting, so we can start to make a positive impact today. To become a Playmob partner, sign up at www.playmob.com and our team will help you get started.